The India captain refused to renew the contract which ended in April this year, saying at the time that he would not ask people to consume something that he himself does not.
At an event to announce ICC's partnership with MRF Tyres ahead of the World Twenty20 Championships in India between March and April, Tendulkar spoke about how the format has revolutionised the game. "T20 has changed the dynamics of cricket, the way it is played. For example, nobody thought that batters could play reverse sweeps off fast bowlers to short third-man stands. "It has changed cricket big time," Tendulkar said at the launch of the four-year partnership. "Spectators also enjoy watching T20. I believe it is a lighter format for someone who is not familiar with the game. It is the right dosage of cricket and excitement.
Maruti Suzuki, Hyundai and M&M draw visitors with a range of concept cars.
The Ultraboost19 will encourage both runners and subtle style statements, writes Veer Arjun Singh.
Gimmicks such as appointing high-profile brand ambassadors like Sachin Tendulkar will not work.
A summary of sports events and sports persons, who made news on Tuesday
The company roped in Aamir Khan as its brand ambassador in March.
A look at the top tweets from your favourite Bollywood celebrities.
The launch of cheaper voice call rates through special tariff vouchers has come at a time when the sector has been seeing frequent increase in mobile call prices and reduction of discounts under schemes of various service providers since mid-2011.
Celebrated boxer M C Mary Kom will aim for a historic sixth gold at the AIBA Women' World Championships, the build up of which has been marred by a row over lone Kosovan boxer's participation and poor quality air in the national capital.
Reliance Industries Chairman Mukesh Ambani on Monday said his company is open to joining hands with Bharti Airtel for improving telecom network for 4G services in Punjab.
Mirza's gutsy image has helped her equal Nehwal's endorsement fee.
The global snacking powerhouse, has roped in a brand ambassador for Perk.
In what comes as a late reaction following the backlash received over Salman Khan's appointment as Goodwill Ambassador for India for Rio Olympics, the Indian Olympic Association (IOA) has now turned to cricket legend Sachin Tendulkar to be the Indian contingent's ambassador.
The call to make brand ambassadors accountable has rattled filmstars and sports stars.
Kia's Seltos SUV has already crossed the 40,000 mark while the slightly pricier MG Hector has sold nearly 13,000 units.
Sasha Chhetri, the Airtel 4G girl, is a better known face across India than most Bollywood starlets, says ad guru Sandeep Goyal.
Who will make it to this year's Padma awards list?
Continuing his attack on the Congress, he said efforts to stop the 'leakage' could have been made earlier as well but there was no intention and will power.
Brand ambassadors and their lackeys are busy opposing the idea of being held accountable, even though they are ready to take all the money, says Sunita Narain.
They are new in the industry, but can give the seasoned models a run for their money.
In a letter to Zaidi, Kejriwal had said that his remarks were aimed to containing graft.
The ministry has proposed similar penalty and jail term for adulteration, besides license suspension and cancellation
Being the reigning Wimbledon champion and former French Open winner has its perks for Garbine Muguruza, like being invited to walk the red carpet at this year's Oscars in Hollywood.
Cricketer parted ways with Adidas in November.
A summary of sports events and sports persons, who made news on Thursday.
Deepika Padukone is ready for the foreign press once again.
Following their passion paid off for Harsh Jain and Bhavit Sheth with their fantasy sports platform Dream11 entering the unicorn club with a valuation of over $1 billion.
Complete your household chores and then sit to work. If you have any pending chores to be completed, space it in between your calls or tasks, says Shikha Dutta.
A team of 50 people led by celebrity chef Sanjeev Kapoor and NGO Akshaya Patra supervised the night-long preparations and yoga guru Ramdev put crowning tadka in the dish at the World India Food event that will conclude on Sunday.
Out of the two world records held by track superstar Usain Bolt, his 100m dash timing of 9.58 seconds stands more likely to be broken than the 200m mark of 19.19secs, his fellow Jamaican sprinter Asafa Powell said on Friday.
Arsenal legend Freddie Ljungberg and Spanish World Cupper Luis Garcia will be the centre of attention when Mumbai City FC kick off the inaugural Indian Super League football tournament on October 12 at Atletico de Kolkata, in a tournament that will feature 61 games spread across 70 days.
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